Menu
How can brands stay relevant for their customers in today’s rapidly changing world? The simple answer is by deep understanding of their customer’s experiences, behaviors and motivations. Loewe, an iconic German manufacturer of luxury television and audio products, faced significant challenges due to the rapid changes in the ways people consume visual content. After a bankruptcy in 2013, the company, under new management, aimed to reclaim its market relevance. The crucial question was clear: how could Loewe stay relevant for its customers in a profoundly changing landscape?
To address this challenge, Rlevance embarked on an intensive journey across Germany, Austria, and Switzerland towards achieving deep customer understanding. Our methodology was built on psychological research and an iterative approach, combining in-depth customer interviews with ethnographic in-home observations and retail shadowing. Our research was driven by four key questions: How do people consume visual content at home, what product aspects are important for TV users, what is the process of buying a TV, and what advantages does Loewe offer over multi-tech companies like Samsung or Sony.
Our comprehensive qualitative research resulted in a wealth of actionable insights, significantly deepening Loewe’s customer understanding. We identified distinct customer types, clarified the contemporary purchasing journey, and illuminated key product and brand decision drivers. This rigorous exploration provided Loewe with an invaluable, holistic view of their customers’ evolving needs and expectations.
Armed with these insights, Loewe was empowered to strategically refine their marketing, product design, and retail approaches. The results streamlined Loewe’s product concepts, and set the stage for effective sales and marketing strategies. This transformation not only fortified Loewe’s market position but also reinforced its standing as a luxury brand attuned to the modern customer’s lifestyle and expectations.
Are you faced with similar corporate challenges? We would love to hear about them.
Share:
